Proactive environmental strategy and firm performance at the bottom of the pyramid |
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| Authors: | Samuel Adomako Ernestine Ning Emmanuel Adu-Ameyaw |
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| Affiliation: | 1. School of Management, University of Bradford, Bradford, UK;2. Business School, University of Edinburgh, Edinburgh, UK;3. Liverpool Business School, Liverpool John Moores University, Liverpool, UK |
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| Abstract: | This paper utilizes insights from the natural resource-based view to examine the conditions under which proactive environmental strategy (PES) drive firm performance. Using data collected from 266 small- and medium-sized enterprises operating in Ghana, the results suggest that the impact of PES on firm performance is more pronounced in firms that do not purse bottom of the pyramid orientation but not significant for firms pursuing the bottom of the pyramid orientation. Besides, the findings show that the influence of PES on firm performance is amplified for firms adopting imitation orientation but not significant for nonimitation-oriented firms. Implications and directions for future research are discussed. |
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| Keywords: | bottom of the pyramid developing economy Ghana imitation orientation performance proactive environmental strategy SMEs |
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